Case Study: “How GE & Fullscreen Cemented Brand Success in Online Video”

67 %
33 %
Information about Case Study: “How GE & Fullscreen Cemented Brand Success in Online Video”
Marketing

Published on March 3, 2014

Author: imediaconnection

Source: slideshare.net

GE CONTENT MARKETING A LESSON IN PAID, OWNED & EARNED

LOOKING BACK THEN NOW

SHIFTING TOWARDS EARNED & OWNED TODAY EARLY STRATEGY 80 % 40 % 15 % PAID EARNED 30 % 30 % EARNED OWNED 5 % OWNED PAID 3

GE + FULLSCREEN CHANNEL MANAGEMENT MEDIA CONTENT Grow subscription base & earn viewership through constant optimization of content & channel Optimize YouTube media campaigns for shares & conversions by applying targeting at the channel & content level Match GE with influential creators to leverage existing communities native to the platform 4

HOW GE GOT IT RIGHT 1 Insights & Analytics Social analytics & YouTube insights informed a careful analysis identifying the audience most inclined to share content within GE’s wheelhouse. # OF SHARES SCIENCE & TECH ENTHUSIASTS 5

HOW GE GOT IT RIGHT 2 Influencer Matching Potential influencers for partnership were evaluated through two filters: - Which creators on Youtube index against the desired audience? - Which creators in that list meet the qualitative benchmarks for GE’s content brand? +

HOW GE GOT IT RIGHT 3 Building a Partnership GE invested in building a relationship with the selected partners in order to align on the overall objectives of the content initiatives. 7

HOW GE GOT IT RIGHT 4 Letting Creators Create The partners were trusted to develop content that’s both organic to their audience while matching GE’s communication strategy. 8

THE RESULTS - THE SLOW MO GUYS 3 PART VIDEO SERIES = + THE SLOW MO GUYS GE teamed up with TheSlowMoGuys (3.5 MM Subscribers) for a 3-part series that aired on the influencer’s channel and drove to GE’s. The series resulted in the greatest week-long subscription growth on the channel to date. SERIES PERFORMANCE 5.1MM 20% GROWTH IN SUBSCRIPTIONS 400K+ SOCIAL IMPRESSIONS VIEWS ACROSS 3 VIDEOS

THE RESULTS - ASAP SCIENCE = + ASAP SCIENCE VIDEO DRIVING TO TUMBLR GE teamed up with ASAP Science (2.1 MM Subscribers) around a 3D Printing initiative that drove from their YouTube page to GE’s Tumblr. The series converted 80,000 clicks to Tumblr. SERIES PERFORMANCE 1.9MM 80K 23K+ LIKES ON YOUTUBE VIEW S CLICKS TO GE’S TUMBLR

THE RESULTS In 2013, 350 videos resulted in 6.8 MM owned & earned views on the GE Channel. The ASAP Science video has resulted in 1.9 MM earned views. 6.8 MM EARNED & OWNED IN 2013 7.1 MM ASAP SCIENCE SLOW MO SERIES The 3 Slow Mo videos have already resulted in 5.1 MM earned & owned views. 11

Add a comment

Related presentations

Related pages

Case Study: “How GE & Fullscreen Cemented Brand Success in ...

Share Case Study: “How GE & Fullscreen Cemented Brand Success in Online Video ... Land Rover Case Study: How Online Video Drives "Mid-Funnel" Success
Read more

iMedia Content Summit: TV, Video & Social

TV, Video & Social March 2 ... "How GE & Fullscreen Cemented Brand Success in Online Video" More Katrina Craigwell, Global ... Case Study: "How Campbell's ...
Read more

GE Fishmeal Factory Case Study - Documents

Case Study Advanced Membrane Solution from GE ... Share GE Fishmeal Factory Case Study. ... “How GE & Fullscreen Cemented Brand Success in Online Video”
Read more

iMedia Content Summit: TV, Video & Social

Case Studies Content Marketing ... TV, Video & Social March 2 - 5, 2014, Huntington Beach, California
Read more